Clarks borrows style capitals' spirit in TV spots from St Luke's.(Brief Article)

St Luke's is launching a TV brand campaign for Clarks and, in a move away from its 'Life's one long catwalk' campaign, it has created another way to communicate the enjoyment of everyday fashion.

The ads, which promote a new range of women's shoes, borrow the spirit and style of the world's fashion capitals -New York, Milan and Paris - and recast them as British towns and cities such as Nottingham and Preston.

In the first TV execution, a young woman leaves her apartment and is shown enjoying the buzz of typical New York street scenes: walking past dramatic city skylines, eating pretzels in the park and street vendors selling hot dogs.

Finally, steam is shown rising on the street, but it has come from a bucket of detergent being thrown out by ...